UK – Tate & Lyle PLC, a global leader in ingredient solutions for healthier food and beverages, has unveiled its latest campaign, “Mastering the Marvel of Mouthfeel.”
This initiative aims to highlight the company’s expertise in texture and mouthfeel, introducing their new proprietary formulation tool, Tate & Lyle Sensation.
The campaign is designed to demonstrate to food and beverage manufacturers how Tate & Lyle can elevate sensory experiences and enhance consumer brand differentiation.
It will be featured across various digital media channels, including LinkedIn and Google, as well as in trade publications, with content distributed throughout the year.
International research conducted by Kantar reveals that positive and distinctive sensory experiences significantly boost brand loyalty.
Tate & Lyle’s campaign emphasizes their new capabilities in texture and mouthfeel, showcasing the Tate & Lyle Sensation tool.
The company has pinpointed three primary formulation opportunities: optimizing profitability while maintaining excellent mouthfeel, reformulating products for cleaner labels and healthier profiles to comply with evolving regulations, and aiding customer innovation teams in crafting new textures in foods and beverages.
John Stewart, Senior Vice President of Texturants and Proteins at Tate & Lyle, highlighted, “Getting mouthfeel right in a formulation can be a challenge. Often there is a lack of insight about the preferences of consumer groups.
We are focused on gathering these consumer insights and connecting them to our mouthfeel solutions, making our customers’ formulation process quicker and more accurate, ultimately helping their products be more successful in the market.”
To assist customers in overcoming these challenges, Tate & Lyle is launching the Tate & Lyle Sensation tool.
Marcia Petit, Global Sensory Director at Tate & Lyle, explained: “With the Tate & Lyle Sensation tool, we will map what consumers want in terms of mouthfeel by category and geography, translate these insights into scientific sensory language, and then deliver the right ingredient solutions for each specific desired mouthfeel attribute.
By leveraging this agile and accurate tool, formulators can now develop superior products with enhanced texture and mouthfeel in a quicker and easier way.”
The Tate & Lyle Sensation tool has been launched in the North American market, with plans for expansion into additional markets later this year.
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